The Tourism Demarketing Mix: Working to Reduce Revisits to Egyptian Nature Reserves

Abstract

This study tests the impact of the tourism demarketing mix (product, price, place, promotion) on tourists’ intention to reduce revisits to nature reserves in Egypt. In particular, this work focuses on the moderating role of switching cost. Data were collected from 401 tourists of the Wadi Degla and Petrified Forest nature reserves in Egypt. Path analysis is employed to test the research hypotheses using WarpPLS 6. Findings confirm that the tourism demarketing mix significantly affects tourists’ perception and intention to reduce revisits to the nature reserves. Lower switching cost partially enhanced the relationship between the tourism demarketing mix and tourists’ intention to reduce revisits. Regarding implications, managers can use findings from this study to design marketing plans that contribute to sustainable stewardship of destinations and protect nature reserves. Limitations and conclusions were also provided.